Trends Report

Account-Based Marketing Brings Marketing And Sales Into The Same Orbit

Collaboration, Discipline, And A Science-Based Approach Lead To Success

September 21st, 2016
Mary Shea, PhD, null
Mary Shea, PhD
Shanta Samlal-Fadelle, null
Shanta Samlal-Fadelle
With contributors:
Steven Casey , Laura Ramos , Allison Snow , Lori Wizdo , Peter O'Neill , Jacob Milender , Andrew Reese


B2B marketers who launch and sustain formal account-based marketing (ABM) programs can help grow revenue, strengthen connections between marketing and sales, and enhance interactions with customers and prospects. Successful ABM programs require charismatic marketing leadership, trust between marketing and sales colleagues, and above all, openness to new methods and approaches. This report looks at ways to operationalize ABM collaboration to maximize the impact of the initiative for the business.

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